欧莱雅男士化妆品渠道重点分析.docVIP

单位代码：10204 吉 林 工 程 技 术 师 范 学 院 工 商 管 理 学 院 毕业论文 学生姓名：陈海杰 指导教师：陈旭 专 业：市场营销 班 级：市场营销1253 学 号：1205315319 论文起止年月：2014年10月至2015年6月 欧莱雅男士护肤品营销渠道策略分析 The analysis of the marketing channel for the male skincare products in LOREAL ○陈海杰 指导教师： 陈旭 职称: 讲师 专业名称： 市场营销 答辩时间： 2015.6.2 答辩委员会主席： 杨 吉 生 毕业论文评阅人： 李 景 微 2015 年 6 月 摘 要 随着时代的进步，社会的发展，爱美不仅仅是女士的专利，男士对化装品的需求也越来越大质量要求也越来越高，中国消费者的消费意识和购买意识也与日俱增，男士化妆品的需求量也在不断增长在化妆品企业不断增加、产品越来越同质化的今天，淡化或绕过对大经销商的依赖，精简与卖场之间的环节，渠道扁平化，与终端建立更为紧密的联系已成为生产商考虑得越来越多的事情。本文主要研究男士化妆品行业分销渠道管理，以欧莱雅男士化妆品为例，首先对现有分销渠道做了简单的分析，其次指出了现有渠道所存在的弊端及问题，并依据现有知识对问题及弊端提出了解决方法以及改善措施。此论文旨在帮助欧莱雅男士化妆品企业思考分销渠道的改善，如何进行分销渠道的战略选择，帮助拓展市场。 关键词：市场营销 营销渠道 Abstract With the progress of the times, the development of society, not just Ms. Amy patents, the demand for mens cosmetics is growing more and more high quality requirements, consumer awareness and purchase is also increasing awareness of Chinese consumers, demand for mens cosmetics are growing cosmetics companies in increasing product more homogenization of today, dilute or circumvent the dependence on large distributors, streamline and link between the store, flat channel, and the terminal establish closer ties have become more and more manufacturers consider things. Cosmetics industry channels has become the basis of existing marketing channels mode and format of the proposed new development trend of mens cosmetics marketing channels in the future. This paper studies the cosmetics industry, mens cosmetics distribution channel management, with LOreal, for example, first of all the existing distribution channels to do a simple analysis, followed by pointed out the shortcomings and problems of the existing channels that exist, and in accordance with existing knowledge of the problems and disadvantages of proposed solutions and improvements. This paper is intended to help cosmetics companies LOreal Men Thinking